Landing Page Articles and Advice
The latest articles and advice about landing pages from Copyblogger. For an introduction to landing page best practices, check out our landing page tutorials.
Do me a favor, dear content marketer. Type this phrase into Google: “You Are a Writer (So Start Acting Like One).”
Okay, did you do it? What is the top result?
It should be the product page for Jeff Goins’s ebook on Amazon.
In fact, the first entry should be the Kindle version and the second entry should be the paperback version — both on Amazon.
The third entry should be the author’s own product page dedicated to this book.
So, here’s a question for you: Why do you think Amazon has the top result and not the author’s own product page? Got any guesses?
If not, let me explain.
Landing pages support content marketing.
The tricky thing is … landing pages are not home pages. They’re not blog posts, cornerstone content, white papers, case studies, product description pages, or even sales pages.
And you can’t treat them like they are.
High-converting landing pages consist of three action-driving stages: before, during, and after.
Tragically, when many content marketers build landing pages, they focus on just one stage: during.
But if you don’t invest effort into what happens before and after you present your landing page, it doesn’t stand a chance of achieving the results you want.
Chances are, it hasn’t been too long since you’ve had a miscommunication with someone — possibly a spouse, child, parent, or coworker.
You thought that person understood what you said, but he interpreted your message in a different way than you intended.
Miscommunications on landing pages occur when you think you’ve explicitly stated why a prospect should take action and that prospect isn’t convinced your call to action is the right step for him to take.
To avoid disappointing conversion rates on your landing pages, this week’s Copyblogger Collection is a series of three handpicked articles that show you:
- How to create a deep connection with your prospects and customers
- How 26 fun rhymes will help you focus on your landing page goal
- How savvy marketers write landing page copy
First things first: What is a landing page?
Landing pages are those web pages that are specifically designed to perform one task … one task and one task only.
One goal, one page.
It could be to sell your product, encourage people to sign up for an email newsletter, or recommend an event.
No matter the purpose, however, a landing page is nothing more than a conversation with your ideal prospect.
A conversation that builds trust.
Boosting conversions seems simple enough.
Your landing page looks beautiful. You tell people what you offer. And when web visitors arrive, the cash register starts ringing and the dough rolls in.
So, why is it that our conversions often suck?
Why doesn’t the register ring more often? Why do people click away rather than take us up on our magnificent offers?